Increasing comment visibility

ABSTRACT

Methods, systems, and apparatus for increasing comment visibility are described. In one aspect, a method includes receiving a comment request for a comment to be included in a comments field of a content page, determining that the comment will be hidden from users when online content is presented to the users based on a number of other comments presented in the comments field exceeding a threshold number, and modifying a position of the comment in relation to positions of the other comments presented in the comments field to increase visibility of the comment to the users, including modifying the position of the comment from a first position that is hidden from the users to a second position that is visible to the users.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation application of, and claims priorityto, U.S. patent application Ser. No. 15/697,200, titled “INCREASINGCOMMENT VISIBILITY,” filed on Sep. 6, 2017, which is a continuationapplication of, and claims priority to, U.S. patent application Ser. No.15/473,176, now U.S. Pat. No. 9,785,625, titled “INCREASING COMMENTVISIBILITY,” filed on Mar. 29, 2017, which is a continuation applicationof, and claims priority to, U.S. patent application Ser. No. 13/929,683,now abandoned, titled “Presenting Sponsored Comments,” filed on Jun. 27,2013. The disclosure of the foregoing applications are incorporatedherein by reference in their entirety for all purposes.

BACKGROUND

This specification relates to the selection and presentation ofsponsored comments.

A comment is a remark or other content responsive or otherwise relatedto an item of information, for example, online content posted on awebpage. Many publishers of online content, such as a blog post, anarticle, or a social network post, allow visitors to post commentsdirected either to the posted content, to comments of others, or both. Acomment can be presented on a webpage typically below the content towhich the comment is directed.

SUMMARY

This specification describes technologies relating to presentingsponsored comments in connection with content posted on an onlinepublication. A sponsored comment may be a comment created by a sponsoras a sponsored comment or upgraded by a sponsor from an unsponsoredcomment to a sponsored comment. A sponsored comment may be selected fromamong previously created comments stored in a data repository forpresentation in connection with posted content. The selected sponsoredcomment may be relevant to a context of the posted content.

In general, one innovative aspect of the subject matter described inthis specification can be implemented in methods that may includemaintaining an account for a sponsor; receiving a request by the sponsorto upgrade a comment previously posted in a comment field associatedwith online content of an online publication; modifying the presentationof the comment to reflect the upgrade of the comment; and updating theaccount for the sponsor based on the upgrade of the comment.

These and other implementations can optionally include one or more ofthe following features. The method may include detecting that thecomment has low visibility to the users viewing the online content onthe online publication. Detecting that the comment has low visibilitymay include determining that a number of a plurality of commentspresented in the comment field exceeds a threshold number. Detectingthat the comment has low visibility may include determining that anumber of comments appearing before the comment in the comment fieldexceeds a threshold number. Detecting that the comment has lowvisibility may include detecting that the comment will be hidden fromthe users when the online content is presented to the users. Modifyingthe presentation of the comment to reflect the upgrade of the commentmay include modifying a position of the comment in relation to positionsof a plurality of comments presented in the comment field to increasevisibility of the comment to the users. Modifying the position of thecomment may include modifying the position of the comment from aposition that is hidden from the users to a position that is visible tothe users. Modifying the presentation of the comment to reflect theupgrade of the comment may include modifying a presentation style of thecomment to reflect the upgrade of the comment. The comment is associatedwith a sponsor who pays to upgrade the comment, and the method mayinclude determining that a price to be paid by the sponsor to upgradethe comment exceeds a threshold price.

Another innovative aspect of the subject matter described in thisspecification can be implemented in methods that may include determininga context of a post on an online publication, the post having commentsrelating to the post, at least some of the comments being sponsoredcomments; selecting, based on the determined context, a sponsoredcomment from among the sponsored comments, each of the sponsoredcomments being associated with a sponsor and available for selectionprior to determining of the context of the post, the selected sponsoredcomment being relevant to the context of the post; and transmitting dataassociated with the selected sponsored comment to change thepresentation of the selected sponsored comment in connection with thepost.

These and other implementations can optionally include one or more ofthe following features. The method may include detecting the post madeat the online publication, wherein determining the context of the postcomprises determining the context of the post in response to detectingthe post. The method may include receiving a request for a sponsoredcomment to be presented in connection with the post, wherein determiningthe context of the post comprises determining the context of the post inresponse to receiving the request. Determining the context of the postmay include performing at least one of sentiment analysis or semanticanalysis of content associated with the post. Determining the context ofthe post may include determining the context of the post based on atleast one of: content of the post, content of comments presented inconnection with the post, one or more links embedded in the post, one ormore keywords associated with the post, or one or more interests of auser who views the post. The method may include maintaining a datarepository of the sponsored comments including the selected sponsoredcomment prior to determining of the context of the post, whereintransmitting data associated with the selected sponsored commentcomprises transmitting the selected sponsored comment to the onlinepublication to change the presentation of the selected sponsored commentin connection with the post. Selecting the sponsored comment comprisesselecting the sponsored comment from among the sponsored comments storedin a data repository maintained by a publisher of the onlinepublication; and transmitting data associated with the selectedsponsored comment comprises transmitting an identifier of the selectedsponsored comment to change the presentation of the selected sponsoredcomment in connection with the post. Transmitting data associated withthe selected sponsored comment may include transmitting data indicatinga position of the sponsored comment in a comment field of the post. Themethod may include receiving a price to be paid by the sponsor of theselected sponsored comment to change the presentation of the sponsoredcomment; and determining that the price exceeds a threshold price. Themethod may include receiving a price to be paid by the sponsor of theselected sponsored comment to change the presentation of the sponsoredcomment; determining prices to be paid by sponsors of other relevantsponsored comments to change presentation of the other relevantsponsored comments; and determining that the price to be paid by thesponsor of the selected sponsored comment exceeds the prices to be paidby the sponsors of the other relevant sponsored comments.

Another innovative aspect of the subject matter described in thisspecification can be implemented in methods that may include determininga context of a post on an online publication; detecting that a commentrelevant to the determined context has low visibility to users viewingthe post on the online publication, the comment being included in aplurality of comments presented in a comment field associated with thepost; and modifying the detected low visibility comment to increasevisibility of the comment to the users.

These and other implementations can optionally include one or more ofthe following features. The method may include receiving a request toincrease visibility of the comment to the users. The method may includeupdating an account associated with a sponsor of the comment based onthe increase in visibility of the comment to the users.

Particular implementations of the subject matter described in thisspecification may be implemented to realize one or more of the followingpotential advantages. High traffic blog or social media posts may bemonetized through sponsored comments. Sponsors can upgrade comments fromunsponsored comments to sponsored comments to help ensure that thecomments get some visibility even after the associated article or otherposted content generates a large volume of comments that otherwise mightbury the sponsors' comments, for example, by causing them to scroll offa user's screen out of view. Sponsors may use sponsored comments to helpensure that their messages are heard alongside differing opinions.

Details of one or more implementations of the subject matter describedin this specification are set forth in the accompanying drawings anddescription below. Other features, aspects, and potential advantages ofthe subject matter will become apparent from the description, thedrawings, and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example environment in which sponsoredcomments can be presented in connection with content on an onlinepublication.

FIG. 2 shows an example of data flow within the environment forselecting a sponsored comment from sponsored comments stored in a datarepository of a comment serving system.

FIG. 3 shows an example of data flow within the environment forselecting or modifying a sponsored comment stored in a data repositoryof a publisher

FIG. 4 shows an example content page that includes a social media postand a comments field.

FIG. 5 shows an example content page that includes an article and acomments field.

FIG. 6 is a flowchart of an example process for modifying a comment toreflect an upgrade of the comment.

FIG. 7 is a flowchart of an example process for selecting a sponsoredcomment based a context of a online content on an online publication.

FIG. 8 shows a block diagram of a programmable processing system.

DETAILED DESCRIPTION

FIG. 1 is a block diagram of an example environment 100 in whichsponsored comments can be presented in connection with content on anonline publication. A network 102, such as a local area network (LAN),wide area network (WAN), the Internet, a wired network, a wirelessnetwork, or a combination thereof, connects sponsors 104, publishers106, client devices 108, and a comment management system (CMS) 110. Theenvironment 100 may connect many thousands of sponsors 104, publishers106, and client devices 108. Each of the entities 102, 104, 106, 108,and 110 may be implemented or associated with hardware components,software components, firmware components, or any combination of suchcomponents. The entities 102, 104, 106, 108, and 110 can, for example,be implemented or associated with general purpose servers, softwareprocesses and engines, various embedded systems, or any combination. Theentities 102, 104, 106, and 110 may serve, for example, as a sponsoredcomment distribution network. While reference is made to distributingsponsored comments to client devices 108, the environment 100 can besuitable for distributing other forms of content including other formsof sponsored content.

The sponsors 104 may provide or be associated with products or services.The sponsors 104 may include or be associated with, for example,retailers, wholesalers, warehouses, manufacturers, distributors, healthcare providers, educational establishments, financial establishments,technology providers, energy providers, utility providers, or any otherproduct or service providers or distributors. The sponsors may includeor maintain one or more data processing systems 112, such as servers orembedded systems, coupled to the network 102. The sponsors 104 mayinclude or maintain one or more processes that run on one or more dataprocessing systems.

The sponsors 104 may be associated with sponsored comments. A sponsor104 may pay to have a sponsored comment presented to a user of a clientdevice 108. A sponsored comment may include, for example, a commercialpromotion, a public service announcement, a review, an opinion, or othercommunication related to content with which the sponsored comment ispresented. A sponsored comment may include graphics, text, images,audio, video, or a combination. A sponsored comment may include embeddedinformation, such as embedded media, links, meta-information, machineexecutable instructions, or a combination.

The publishers 106 may include content providers with an Internetpresence, such as online publication and news providers (e.g., onlinenewspapers, online magazines, or television websites), online serviceproviders (e.g., financial service providers or health serviceproviders), and other content providers. The publishers 106 may includeor maintain one or more data processing systems 114, such as servers orembedded systems, coupled to the network 102. The publishers 106 mayinclude or maintain one or more processes that run on data processingsystems. The publishers 104 may include one or more data repositories124 for storing information.

The publishers 106 may include entities that generate, maintain,provide, present, or process online content and online publications inthe environment 100. The term “content” refers to various types ofpresented information, such as articles, discussion threads, reports,analyses, financial statements, music, video, graphics, search results,web page listings, information feeds (e.g., RSS feeds), and otherweb-based information. The term “publication” refers to any data thatcan be provided by the publisher 106 over the network 102. Publicationscan include, for example, HTML pages (e.g., web pages), word processingdocuments, or portable document format documents. A publication caninclude content, such as text or images, and may include embeddedinformation, such as meta-information or hyperlinks, and/or embeddedinstructions, such as markup language (e.g., XML, HTML, etc.), scripts(e.g., JavaScript scripts), or applets. A publisher 106 of a publicationmay define content item environments, such as comment sections, field,or slots, in which comments can be presented in connection with a post,such as an article, a report, a video, a status update, or any otheronline content, on the publication. These content item environments canbe defined in the publication or defined for presentation with thepublication.

A client device 108 is an electronic device that is under the control ofa user and is capable of requesting and receiving publications andcontent over the network 102. Example client devices 108 includepersonal computers, mobile communication devices, and other devices thatcan send and receive data over network 102. A client device 108typically includes a user application, such as a web browser, tofacilitate the sending and receiving of data over the network 102. Theapplication can enable a user to display and interact with text, images,videos, music, and other information presented in a publicationtypically located at a website on the World Wide Web or a local areanetwork. The client device 108 can include various other elements, suchas processes running on various machines.

A client device 108 sends a request to a server of a publisher 106. Therequest may be a request for a publication, such as a web page. Thepublisher 106 receives the request from the client device 108 andprovides or presents the publication to the client device 108. Thepublisher 106 may provide or present the publication via various mediumsand in various forms, including web-based and non-web-based mediums andforms. The publisher 106 may generate and maintain the publication orretrieve the publication from other network resources.

The publishers 106 may be configured to integrate or combine retrievedcontent with one or more sponsored comments that are related or relevantto the retrieved content for display to users. In some implementations,the relevant sponsored comments may be provided from the CMS 110 and becombined with content for display to users. The publishers 106 mayretrieve content for display on a client device 108 and then forward thecontent to the client device 108 along with code that causes thesponsored comments from the CMS 110 to be displayed to the user. In someimplementations, the publishers 106 may retrieve content, retrieve oneor more sponsored comments (e.g., from the CMS 110, the sponsors 104, orthe data repositories 124), and then integrate the content and thesponsored comments to form a publication for display to the user.

The CMS 110 manages sponsored comments and provides various services tothe sponsors 104, the publishers 106, and the client devices 108. TheCMS 110 may store sponsored comments in a data repository 126 andfacilitate the selection and distribution of sponsored comments throughthe environment 102 to the client devices 108. The CMS 110 may includeone or more data processing systems 116, such as servers or embeddedsystems, coupled to the network 102. In some implementations, the CMS110 may include a comment serving system 120 and one or more backendsystems 118. The comment serving system 120 may include one or more dataprocessing systems 116 and may perform functionality associated withdelivering sponsored comments to publishers 106 or client devices 108.The backend systems 118 may include one or more data processing systems116 and may perform functionality associated with identifying relevantsponsored comments to deliver, generating reports, maintaining accountsand usage information, and other backend system processing andmaintenance. The CMS 110 can use the backend processing systems 118 andthe comment serving system 120 to provide sponsored comments from thesponsors 104 through the publishers 106 to the client devices 108.

The CMS 110 may include one or more interface or frontend modules forproviding various features to the sponsors 104, the publishers 106, andthe client devices 108. For example, the CMS 110 may provide one or morepublisher front-end interfaces (PFEs) for allowing publishers tointeract with the CMS 110. The CMS 110 may also provide one or moresponsor front-end interfaces (SFEs) for allowing sponsors to interactwith the CMS 110. In some implementations, the front-end interfaces maybe configured as web applications that provide users with network accessto features available in the CMS 110.

The front-end interfaces may include or generate physical or virtualmechanisms by which a user (or system) can input information to the CMS110 and by which a user (or system) can perceive information generatedby the CMS 110. In some implementations, the front-end interfaces mayinclude or generate visual interfaces, such as graphical user interfaces(GUIs). Other types of interfaces can also be used. The interfaces caninclude one or more physical or virtual elements or widgets that allow auser (or system) to view, select, or indicate information.

The CMS 110 provides various comment management features to the sponsors104.

The CMS 110 may allow the sponsors 104 to set up user accounts, setaccount preferences, create comments, select keywords for comments,create campaigns or initiatives for multiple products or businesses,view reports associated with accounts, analyze costs and return oninvestment, select customers or audience segments in different regions,select particular publishers, select particular contexts of onlinepublications, monitor and evaluate financial information, monitor andevaluate comment performance, estimate comment traffic, access keywordtools, add graphics and animations to comments, and other features.

The CMS 110 may allow the sponsors 104 to create comments and inputcriteria, such as context or keywords, for which those comments willappear. The CMS 110 may select sponsored comments that are relevant topublisher sites, site content, and publisher audiences. The CMS 110 mayselect a sponsored comment based on context of the content associatedwith the publication, context of the sponsored comment, or both. Thecontext of the content associated with the publication may be determinedfrom the text of a post, an article, or a comment on the publication.The context of the content associated with the publication may bedetermined from content linked to the publication, such as text of acomment on another publication that links to the requested article orset of articles about the same event.

The CMS 110 may determine the context of a publication by, for example,parsing the content associated with the publication. The CMS 110 maydetermine the context of a publication by performing a sentimentanalysis, a semantic analysis, or both on the content, and provide asponsored comment based on the analysis. For example, the CMS 110 mayselect different sponsored comments for presentation with content thatis positive, e.g., a positive review for a product, than for contentthat is negative, e.g., a negative review for a product. A sponsor 104can specify such contextual analysis as an input criterion to ensurethat the sponsor's message is heard alongside differing opinions.

The CMS 110 may allow the sponsors 104 to upgrade previously createdcomments to sponsored comments. A sponsor 104 can upgrade a comment toensure that the comment gets some visibility even after the publicationgenerates a large volume of comments that may bury the sponsor'scomment. The CMS 110 may detect that an upgraded comment on apublication has low visibility to users viewing the publication andmodify the comment to increase its visibility to users. The CMS 110 maymodify the comment by, for example, moving the comment within thecomment section of the publication, presenting the comment in a visibleposition of the comment section, or modifying a presentation style ofthe comment. The comment serving system may modify the presentationstyle by specifying attributes and parameters (e.g., JavaScriptparameters) for the comment, such as size (e.g., maximum number ofcharacters), shape, color, font, or type.

The CMS 110 may select or modify comments from sponsored commentspreviously created by the sponsors 104 and stored in the CMS's datarepository 126, a publisher's content repository 124, the sponsor's datarepository, or some other source. The CMS 110 may display sponsoredcomments on a client device 108 using one or more embeddable displayelements that allow sponsored comments to be displayed to users withpublisher content. An “embeddable display element” refers to any elementthat can be embedded in a publication (e.g., a publisher webpage) thatallows information (e.g., a sponsored comment) from an external source(e.g., the CMS 110) to be displayed in the publication. The CMS 110 mayuse embeddable display elements to insert relevant sponsored comments inwebsites and webpages displaying publisher content, such as an articleor a post. A sponsored comment may include information such as ausername, an avatar image, comment text, and one or more links to thesponsor's web page or web site. A sponsored comment may have a formatthat is compatible with a variety of web pages and web sites, or aformat that is site specific.

The CMS 110 may also allow the sponsors 104 to set bids (offer price)for comments. A bid may represent the maximum amount a sponsor iswilling to pay for presentation of a comment to a user or to upgrade apreviously posted comment. The bid may be based on a number ofimpressions, click-through rate, or other user interaction with thecomment. A click-through can include any action a user takes to select acomment. The sponsors 104 may also choose a currency and monthly budget.

The CMS 110 may determine that a price (or bid) offered by the sponsor104 exceeds a threshold price. Determining that the price exceeds thethreshold price before presenting or upgrading a comment may preventsponsored comments from being presented on each and every publicationviewed by a user, may prevent too many sponsored comments from beingpresented on a single publication, or both. The threshold price may bedetermined based on a desired prevalence of sponsored comments in apublication, in a set of publications, in a set of publications viewedby a particular user, in a set of publications viewed by a set of users,or in any combination of publications and users. For example, if thedesired prevalence of sponsored comments in a publication is a sponsoredcomment for every five unsponsored comments, the threshold price may beset such that a bid exceeds the threshold price on average every fiveauctions. To determine a threshold price, browsing activities of aparticular user or a set of users may be analyzed to determine athreshold price. A different threshold price may be determined for eachpublication, each user, a set of publications, or a set of users, or anycombination of publications and users.

The CMS 110 may also allow the sponsors 104 to view information aboutthe comments, which may be maintained by the CMS 110. The CMS 110 may beconfigured to determine and maintain the number of impressions relativeto a particular web site, context, or keyword. The CMS 110 may alsodetermine and maintain the number of click-throughs for a comment aswell as the ratio of click-throughs to impressions.

The CMS 110 may also allow the sponsors 104 to select and/or createconversion types for comments. A “conversion” may occur when a userconsummates a transaction related to a given comment. For example, aconversion can be defined to occur when a user clicks on a comment, isreferred to the sponsor's web page, and consummates a purchase therebefore leaving that web page. In another example, a conversion can bedefined as the display of a sponsored comment to a user and acorresponding purchase on the sponsor's web page within a predeterminedtime (e.g., seven days). Other forms of conversion are possible. Thesponsors 104 may additionally input a cost or a value associated withselected conversion types, such as a five dollar credit to thepublishers 106 for each product or service purchased. The CMS 110 maystore conversion data and other information in a conversion datarepository 136.

The CMS 110 may maintain financial accounts for the entities in theenvironment 100. The CMS 110 may manage and process financialtransactions among and between the entities in the environment 100. Forexample, the CMS 110 may credit accounts associated with the publishers106 and debit accounts associated with the sponsors 104. These and othertransactions may be based on conversion data, impressions information,click-through rates, or a combination of information received andmaintained by the CMS 110.

For purposes of explanation only, certain aspects of this disclosure aredescribed with reference to the discrete elements illustrated in FIG. 1.The number, identity, and arrangement of elements in the environment 100are not limited to what is shown. For example, the environment 100 caninclude any number of geographically-dispersed sponsors 104, publishers106, and client devices 108, which may be discrete, integrated modulesor distributed systems. Similarly, the environment 100 is not limited toa single CMS 110 and may include any number of integrated or distributedCMS systems or elements.

Furthermore, additional or different elements not shown may be containedin or coupled to the elements shown in FIG. 1, or certain illustratedelements may be absent. In some examples, the functions provided by theillustrated elements can be performed by less than the illustratednumber of components or even by a single element. The illustratedelements can be implemented as individual processes run on separatemachines or a single process running on a single machine.

FIG. 2 shows an example of data flow 200 within the environment 100 forselecting a sponsored comment from sponsored comments stored in a datarepository of a comment serving system. During the data flow 200, thepublisher 106 may receive a content request 204 from a particular clientdevice 108. The content request 204 may include, for example, a requestfor a web document that includes an article or a post.

In response to receiving the content request 204, the publisher 106 maysend a comment request 202 to the comment serving system 120. Thecomment request 202 is a request for a sponsored comment. In someimplementations, the comment request 202 may include content, such asthe content requested by the client device 108, retrieved from thecontent repository 124 or some other source. In some implementations,the comment request 202 may include one or more identifiers (e.g., apage identifier (or URL) and a post identifier) that the comment servingsystem 120 can use to retrieve the content requested by the clientdevice 108 from the content repository 124 or some other source. Thecomment request 202 may include formatting and other information (e.g.,a comment rendering template). This information may include attributesand parameters (e.g., JavaScript parameters) for sponsored comments,such as size (e.g., maximum number of characters), shape, color, font,or type (e.g., audio, video, graphical, textual, etc.). The informationmay specify a quantity of sponsored comments requested.

In response to receiving the comment request 202, the comment servingsystem 120 may determine a context of the content requested by theclient device 108. Based on the determined context of the content, thecomment serving system 120 selects a sponsored comment from the commentrepository 126. The sponsored comment may include information such as ausername, an avatar image, comment text, and one or more links to thesponsor's web page or web site. The sponsored comment may be formattedaccording to the formatting information received from the publisher 106.The comment serving system 120 sends the selected sponsored comment 205to the publisher 106 for presentation with the publisher's content.

The publisher 106 sends a content page 206 or other presentation to therequesting client device 108. The content page 206 may include thepublisher's content 208, e.g., an article or post, and a comments field210. The comments field 210 may include the selected sponsored comment205 and one or more other comments.

FIG. 3 shows an example of data flow 300 within the environment 100 forselecting or modifying a sponsored comment stored in a data repositoryof a publisher. During the data flow 300, the publisher 106 sends acomment request 302 to the comment serving system 120. In someimplementations, the comment request 302 may include the publisher'scontent, such as an article or a post and comments, retrieved from thecontent repository 124 or some other source. In some implementations,the comment request 302 may include one or more identifiers, such as apage identifier, a post identifier, and comment identifiers, that thecomment serving system 120 can use to retrieve the publisher's contentfrom the content repository 124 or some other source. The commentrequest 302 may include formatting information, e.g., a page template,that includes attributes and parameters rendering the content page 306.The comment request 302 may include information specifying positions ofcomments presented in the comments field 310.

In some implementations, the publisher 106 may send a comment request302 to the comment serving system 120 in response to detecting a postingof an article or post 308 made on the content page 306 by a user. Insome implementations, the publisher 106 may send a comment request 302to the comment serving system 120 in response to a user's request forthe content page 306. In such cases, the comment request 302 may be arequest for the comment serving system 120 to select a publisher-ownedcomment for presentation with the article or post 308 on the contentpage 306.

In some implementations, the publisher 106 may send a comment request302 to the comment serving system in response to a sponsor's request toupgrade a comment previously posted on the content page 306. AlthoughFIG. 3 shows the comment request 302 being sent from the publisher 106,the comment request 302 to upgrade a comment previously posted on thecontent page 306 may be sent by a sponsor to the comment serving system120. In such cases, the comment request 302 may include a request forthe comment serving system 120 to modify the upgraded comment to reflectthe upgrade of the comment.

In response to receiving the comment request 302, the comment servingsystem 120 may analyze the publisher's content received with orretrieved according to the comment request 302. The comment servingsystem 120 may perform context analysis on the article or post, thepublisher-owned sponsored comments, or both. To determine whether tomodify an upgraded comment, the comment serving system 120 may performvisibility analysis on the upgraded comment. Based on the results of theanalyses, the comment serving system 120 selects or modifies apublisher-owned sponsored comment for presentation with the article orpost 308 to the user.

The comment serving system 120 sends comment information 305 to thepublisher. The comment information 305 may include a comment identifierthat identifies the selected or modified comment. The commentinformation 305 may include position information that specifies theposition of the selected or modified comment in relation to positions ofother comments in the comments field 310. The comment information 305may include attributes and parameters (e.g., JavaScript parameters) forthe selected or modified comment, such as size (e.g., maximum number ofcharacters), shape, color, font, or type (e.g., audio, video, graphical,textual, etc.).

The publisher 106 may store the content page 306 in the contentrepository 124. The publisher 106 may present the content page 306 to auser requesting the content page 306. The content page 306 may includethe publisher's content 308, e.g., the article or post, and a commentsfield 310. The comments field 310 may include the selected or modifiedsponsored comment 305 and one or more other comments.

FIG. 4 shows an example content page 406 that includes a social mediapost 408 and a comments field 410. The social media post 408 includes alink and snippet 412 to an article on an online publication. Thecomments field 410 includes a link 414 to hidden comments, a sponsoredcomment 416, and a viewer's comment 418. A user may click on the link414 to view additional comments.

FIG. 5 shows an example content page 506 that includes an article 508and a comments field 510. The comments field 510 includes a sponsoredcomment 516, a viewer's comment 518, and a partially hidden comment 520.The partially hidden comment 520 and additional comments below thepartially hidden comment 520 in the comments field 510 may be viewed byscrolling down the content page 506.

FIG. 6 is a flowchart of an example process 600 for modifying a commentto reflect an upgrade of the comment. The process 600 may be performedby a comment serving system that includes one or more computers, such asthe comment serving system 120 of FIG. 1.

At 602, the comment serving system receives a request to upgrade acomment previously posted in a comment field associated with a post onan online publication. In some implementations, the request may bereceived from a sponsor who pays to upgrade the comment. In someimplementations, the request may be received from a publisher thatallows sponsors to pay to upgrade comments.

At 603, the comment serving system may maintain a financial account fora sponsor, a publisher, or both for transactions related to the upgradeto the comment. At 604, the comment serving system may determine that aprice (or bid) offered by the sponsor to upgrade the comment exceeds athreshold price.

At 606, the comment serving system may determine a context of the poston the online publication. The comment serving system may determine thecontext of the post by performing a sentiment analysis, semanticanalysis, or both of content associated with the post. The commentserving system may determine the context of the post based anyinformation or content associated with the post, such as content of thepost, content of comments presented in connection with the post, one ormore links embedded in the post, one or more keywords associated withthe post, one or more interests of a user who views the post.

At 608, the comment serving system may detect that the comment has lowvisibility to the users viewing the post on the online publication. Thecomment serving system may detect that the comment has low visibility bydetermining that a number of a plurality of comments presented in thecomment field exceeds a threshold number, determining that a number ofcomments appearing before the comment in the comment field exceeds athreshold number, detecting that the comment will be hidden from theusers when the post is presented to the users, or a combination.

At 610, the comment serving system modifies the comment to reflect theupgrade of the comment. The comment serving system may modify thecomment by modifying a position of the comment in relation to positionsof a plurality of comments presented in the comment field to increasevisibility of the comment to the users, modifying the position of thecomment from a position that is hidden from the users to a position thatis visible to the users, modifying a presentation style of the commentto reflect the upgrade of the comment, or a combination. For example,the comment serving system may specify that the upgraded comment bepositioned as the first visible comment in the comments field above allother comments in the comment field. The comment serving system maymodify the presentation style by specifying attributes and parameters(e.g., JavaScript parameters) for the comment, such as size (e.g.,maximum number of characters), shape, color, font, or type. At 612, thecomment serving system may charge the financial account based on theupgrade of the comment.

FIG. 7 is a flowchart of an example process 700 for selecting asponsored comment based a context of online content on an onlinepublication. The process 700 may be performed by a comment servingsystem that includes one or more computers, such as the comment servingsystem 120 of FIG. 1.

At 702, the comment serving system maintains a data repository ofsponsored comments created by sponsors. Each sponsored comment isassociated with a sponsor and is available for selection forpresentation in connection with a post on an online publication. Eachsponsored comment may include information such as a username, an avatarimage, comment text, and one or more links to the sponsor's web page orweb site. A sponsored comment may have a format that is compatible witha variety of web pages and web sites, or a format that is site specific.

At 704, the comment serving system receives a request for a sponsoredcomment to be presented in connection with a post on an onlinepublication. The comment serving system may receive the request from aclient device requesting to view the post or a publisher providing thepost.

At 706, the comment serving system may determine a context of the poston the online publication. The comment serving system may determine thecontext of the post by performing a sentiment analysis, semanticanalysis, or both of content associated with the post. The commentserving system may determine the context of the post based anyinformation or content associated with the post, such as content of thepost, content of comments presented in connection with the post, one ormore links embedded in the post, one or more keywords associated withthe post, one or more interests of a user who views the post.

At 708, the comment serving system selects a sponsored comment fromamong a plurality of sponsored comments. The selected sponsored commentmay be relevant to the context of the post. The comment serving systemmay select the sponsored comment based on the determined context of thepost. The comment serving system may select the sponsored comment fromamong the sponsored comments stored in the data repository maintained bythe comment serving system or among sponsored comments stored in a datarepository maintained by a publisher of the online publication.

At 710, the comment serving system determines a price to be paid by thesponsor of the selected sponsored comment for presentation of thesponsored comment. The comment serving system may determine that theprice exceeds a threshold price. The threshold price may be determinedbased on a desired prevalence of sponsored comments. The threshold pricemay be determined by determining prices to be paid by sponsors of otherrelevant sponsored comments for presentation of the other relevantsponsored comments and determining that the price to be paid by thesponsor of the selected sponsored comment exceeds the prices to be paidby the sponsors of the other relevant sponsored comments.

At 712, the comment serving system transmits data associated with theselected sponsored comment to cause presentation of the selectedsponsored comment in connection with the post. The comment servingsystem may transmit the selected sponsored comment or an identifier ofthe selected sponsored comment to a client device, a publisher, or both.The comment serving system may transmit data indicating a position ofthe sponsored comment in a comment field of the post.

Implementations of the subject matter and the operations described inthis specification can be implemented in digital electronic circuitry,or in computer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. Implementations of the subjectmatter described in this specification can be implemented as one or morecomputer programs, i.e., one or more modules of computer programinstructions, encoded on computer storage medium for execution by, or tocontrol the operation of, data processing apparatus. Alternatively or inaddition, the program instructions can be encoded on anartificially-generated propagated signal, e.g., a machine-generatedelectrical, optical, or electromagnetic signal, that is generated toencode information for transmission to suitable receiver apparatus forexecution by a data processing apparatus. A computer storage medium canbe, or be included in, a computer-readable storage device, acomputer-readable storage substrate, a random or serial access memoryarray or device, or a combination of one or more of them. Moreover,while a computer storage medium is not a propagated signal, a computerstorage medium can be a source or destination of computer programinstructions encoded in an artificially-generated propagated signal. Thecomputer storage medium can also be, or be included in, one or moreseparate physical components or media (e.g., multiple CDs, disks, orother storage devices).

The operations described in this specification can be implemented asoperations performed by a data processing apparatus on data stored onone or more computer-readable storage devices or received from othersources.

The term “data processing apparatus” encompasses all kinds of apparatus,devices, and machines for processing data, including by way of example aprogrammable processor, a computer, a system on a chip, or multipleones, or combinations, of the foregoing The apparatus can includespecial purpose logic circuitry, e.g., an FPGA (field programmable gatearray) or an ASIC (application-specific integrated circuit). Theapparatus can also include, in addition to hardware, code that createsan execution environment for the computer program in question, e.g.,code that constitutes processor firmware, a protocol stack, a databasemanagement system, an operating system, a cross-platform runtimeenvironment, a virtual machine, or a combination of one or more of them.The apparatus and execution environment can realize various differentcomputing model infrastructures, such as web services, distributedcomputing and grid computing infrastructures.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, declarative orprocedural languages, and it can be deployed in any form, including as astand-alone program or as a module, component, subroutine, object, orother unit suitable for use in a computing environment. A computerprogram may, but need not, correspond to a file in a file system. Aprogram can be stored in a portion of a file that holds other programsor data (e.g., one or more scripts stored in a markup languagedocument), in a single file dedicated to the program in question, or inmultiple coordinated files (e.g., files that store one or more modules,sub-programs, or portions of code). A computer program can be deployedto be executed on one computer or on multiple computers that are locatedat one site or distributed across multiple sites and interconnected by acommunication network.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform actions by operating on input data andgenerating output. Processors suitable for the execution of a computerprogram include, by way of example, both general and special purposemicroprocessors, and any one or more processors of any kind of digitalcomputer. Generally, a processor will receive instructions and data froma read-only memory or a random access memory or both. The essentialelements of a computer are a processor for performing actions inaccordance with instructions and one or more memory devices for storinginstructions and data. Generally, a computer will also include, or beoperatively coupled to receive data from or transfer data to, or both,one or more mass storage devices for storing data, e.g., magnetic,magneto-optical disks, or optical disks. However, a computer need nothave such devices. Moreover, a computer can be embedded in anotherdevice, e.g., a mobile telephone, a personal digital assistant (PDA), amobile audio or video player, a game console, a Global PositioningSystem (GPS) receiver, or a portable storage device (e.g., a universalserial bus (USB) flash drive), to name just a few. Devices suitable forstoring computer program instructions and data include all forms ofnon-volatile memory, media and memory devices, including by way ofexample semiconductor memory devices, e.g., EPROM, EEPROM, and flashmemory devices; magnetic disks, e.g., internal hard disks or removabledisks; magneto-optical disks; and CD-ROM and DVD-ROM disks. Theprocessor and the memory can be supplemented by, or incorporated in,special purpose logic circuitry.

To provide for interaction with a user, implementations of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input. In addition, a computer can interact with a user bysending documents to and receiving documents from a device that is usedby the user; for example, by sending web pages to a web browser on auser's client device in response to requests received from the webbrowser.

Implementations of the subject matter described in this specificationcan be implemented in a computing system that includes a back-endcomponent, e.g., as a data server, or that includes a middlewarecomponent, e.g., an application server, or that includes a front-endcomponent, e.g., a client computer having a graphical user interface ora Web browser through which a user can interact with an implementationof the subject matter described in this specification, or anycombination of one or more such back-end, middleware, or front-endcomponents. The components of the system can be interconnected by anyform or medium of digital data communication, e.g., a communicationnetwork. Examples of communication networks include a local area network(“LAN”) and a wide area network (“WAN”), an inter-network (e.g., theInternet), and peer-to-peer networks (e.g., ad hoc peer-to-peernetworks).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. In someimplementations, a server transmits data (e.g., an HTML page) to aclient device (e.g., for purposes of displaying data to and receivinguser input from a user interacting with the client device). Datagenerated at the client device (e.g., a result of the user interaction)can be received from the client device at the server.

An example of one such type of computer is shown in FIG. 8, which showsa block diagram of a programmable processing system (system). The system800 that can be utilized to implement the systems and methods describedherein. The architecture of the system 800 can, for example, be used toimplement a computer client, a computer server, or some other computerdevice.

The system 800 includes a processor 810, a memory 820, a storage device830, and an input/output device 840. Each of the components 810, 820,830, and 840 can, for example, be interconnected using a system bus 850.The processor 810 is capable of processing instructions for executionwithin the system 800. In one implementation, the processor 810 is asingle-threaded processor. In another implementation, the processor 810is a multi-threaded processor. The processor 810 is capable ofprocessing instructions stored in the memory 820 or on the storagedevice 830.

The memory 820 stores information within the system 800. In oneimplementation, the memory 820 is a computer-readable medium. In oneimplementation, the memory 820 is a volatile memory unit. In anotherimplementation, the memory 820 is a non-volatile memory unit.

The storage device 830 is capable of providing mass storage for thesystem 800. In one implementation, the storage device 830 is acomputer-readable medium. In various different implementations, thestorage device 830 can, for example, include a hard disk device, anoptical disk device, or some other large capacity storage device.

The input/output device 840 provides input/output operations for thesystem 800. In one implementation, the input/output device 840 caninclude one or more of a network interface device, e.g., an Ethernetcard, a serial communication device, e.g., and RS-232 port, and/or awireless interface device, e.g., an 802.11 card. In anotherimplementation, the input/output device can include driver devicesconfigured to receive input data and send output data to otherinput/output devices, e.g., keyboard, printer and display devices 860.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of any claimsor of what may be claimed, but rather as descriptions of featuresspecific to particular implementations. Certain features that aredescribed in this specification in the context of separateimplementations can also be implemented in combination in a singleimplementation. Conversely, various features that are described in thecontext of a single implementation can also be implemented in multipleimplementations separately or in any suitable subcombination. Moreover,although features may be described above as acting in certaincombinations and even initially claimed as such, one or more featuresfrom a claimed combination can in some cases be excised from thecombination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the implementations described above should not beunderstood as requiring such separation in all implementations, and itshould be understood that the described program components and systemscan generally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular implementations of the subject matter have beendescribed. Other implementations are within the scope of the followingclaims. In some cases, the actions recited in the claims can beperformed in a different order and still achieve desirable results. Inaddition, the processes depicted in the accompanying figures do notnecessarily require the particular order shown, or sequential order, toachieve desirable results. In certain implementations, multitasking andparallel processing may be advantageous.

What is claimed is:
 1. A method performed by one or more data processingapparatus, the method comprising: receiving, by the one or more dataprocessing apparatus, a comment request for a comment to be included ina comments field of a content page; identifying, by the one or more dataprocessing apparatus and for positioning in the comments field of thecontent page, a given comment from among a plurality of availablecomments based on content of one or more other comments already includedin the comments field of the content page expressing differing opinionsthan the given comment; and positioning, by the one or more dataprocessing apparatus, the given comment at a position within the commentfield that provides more visibility than at least one of the othercomments already included in the comments field of the content page. 2.The method of claim 1, further comprising: determining, by the one ormore data processing apparatus, context of content presented in thecontent page, wherein the content includes subject matter andcharacterizations of subject matter of the content page; selecting,based on the determined context of the content page, a comment from adatabase of stored comments related to the context of the content page;and providing, for presentation, the comment to be presented with thecontent on the content page.
 3. The method of claim 2, whereindetermining the context of the content page comprises performing, by theone or more data processing apparatus, sentiment analysis and semanticanalysis on the content presented in the content page.
 4. The method ofclaim 3, wherein selecting the comment, comprising selecting the commentbased on the sentiment analysis indicating a positive sentiment.
 5. Themethod of claim 3, wherein selecting the comment based on the sentimentanalysis indicating a negative sentiment.
 6. The method of claim 1,further comprising: detecting, by the one or more data processingapparatus, that the given comment in the comment field has lowvisibility to the users viewing the online content; and in response todetecting that the given comment in the comment field has low visibilityto the users viewing the online content, repositioning the given commentat a different position of the comment field that increases thevisibility of the given comment to the users viewing the online content.7. The method of claim 6, wherein the different position is a firstvisible position at a top of the comment field located positionallyabove all other comments in the comment field.
 8. A system comprising:one or more data processing apparatus; and one or more non-transitorycomputer readable devices that include instructions that, when executedby the one or more data processing apparatus, cause the one or more dataprocessing apparatus to perform operations comprising: receiving acomment request for a comment to be included in a comments field of acontent page; identifying, for positioning in the comments field of thecontent page, a given comment from among a plurality of availablecomments based on content of one or more other comments already includedin the comments field of the content page expressing differing opinionsthan the given comment; and positioning the given comment at a positionwithin the comment field that provides more visibility than at least oneof the other comments already included in the comments field of thecontent page.
 9. The system of claim 8, wherein the instructions causethe one or more data processing apparatus to perform operations furthercomprising: determining context of content presented in the contentpage, wherein the content includes subject matter and characterizationsof subject matter of the content page; selecting, based on thedetermined context of the content page, a comment from a database ofstored comments related to the context of the content page; andproviding, for presentation, the comment to be presented with thecontent on the content page.
 10. The system of claim 9, whereindetermining the context of content presented in the content pagecomprises performing sentiment analysis and semantic analysis on onlinecontent.
 11. The system of claim 10, wherein selecting the commentcomprises selecting the comment based on the sentiment analysisindicating a positive sentiment.
 12. The system of claim 10, whereinselecting the comment comprises selecting the content based on thesentiment analysis indicating a negative sentiment.
 13. The system ofclaim 8, wherein the instructions cause the one or more data processingapparatus to perform operations comprising: detecting, by the one ormore data processing apparatus, that the given comment in the commentfield has low visibility to the users viewing the online content; and inresponse to detecting that the given comment in the comment field haslow visibility to the users viewing the online content, repositioningthe given comment at a different position of the comment field thatincreases the visibility of the given comment to the users viewing theonline content.
 14. The system of claim 8, wherein the differentposition includes a first visible position at a top of the comment fieldlocated positionally above all other comments in the comment field. 15.A non-transitory computer storage medium storing instructions that whenexecuted by one or more data processing apparatus cause the one or moredata processing apparatus to perform operations comprising: receiving acomment request for a comment to be included in a comments field of acontent page; identifying, for positioning in the comments field of thecontent page, a given comment from among a plurality of availablecomments based on content of one or more other comments already includedin the comments field of the content page expressing differing opinionsthan the given comment; and positioning the given comment at a positionwithin the comment field that provides more visibility than at least oneof the other comments already included in the comments field of thecontent page.
 16. The non-transitory computer storage medium of claim15, wherein the instructions cause the one or more data processingapparatus to perform operations further comprising: determining contextof content presented in the content page, wherein the content includessubject matter and characterizations of subject matter of the contentpage; selecting, based on the determined context of the content page, acomment from a database of stored comments related to the context of thecontent page; and providing, for presentation, the comment to bepresented with the content on the content page.
 17. The non-transitorycomputer storage medium of claim 16, wherein determining the context ofthe content page comprises performing sentiment analysis and semanticanalysis on online content.
 18. The non-transitory computer storagemedium of claim 17, wherein selecting the comment comprises selectingthe comment based on the sentiment analysis indicating a positivesentiment.
 19. The non-transitory computer storage medium of claim 17,wherein selecting the comment comprises selecting the comment based onthe sentiment analysis indicating a negative sentiment.